This introductory chapter begins by presenting different situations where choice manifests itself. It then defines choice as an idea and a value that is presented as an unmitigated good. It argues that more choice, that is, a wider range in areas where it already exists, and its introduction where it does not, is always beneficial, desirable and, therefore, legitimising: a matter against which there can be no counter-argument. Next, it explains that the ideology and institution of choice are rooted in the free market economy and the political system of electoral democracy.
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